
The Egg Shot Project
“In 2001, I was invited to join The Egg Shot Project, sponsored by Danish furniture manufacturer Fritz Hansen, renowned for their iconic designs by Danish architect Arne Jacobsen. The project aimed to curate a selection of photographers creatively interpreting Jacobsen’s work, culminating in an exhibition, catalogue, and a series of posters.”

“Inspired by Jacobsen’s mastery of minimalist design, I set out to create a logo that reflected his approach to form and simplicity. My objective was to design a mark that was as minimal as possible while still maintaining a strong sense of identity. I drew inspiration from Jacobsen’s most famous piece: the Model 3316, also known as The Egg Chair.”



The final logo, an egg-shaped mark, was conceived to be versatile and adaptable, functioning as a standalone graphic element across various applications – whether in posters, catalogue covers, or other iterations. Its clean, geometric form was designed to work in a variety of colours and patterns, embodying the simplicity and sophistication of Jacobsen’s design philosophy.